NBC News is making an investment and programming partnership with start-up video news producer Now This News, the New York Times reports.

The New York based start-up produces short video updates of news from its Manhattan studio.  It produces videos for “mobile first” and with wide distribution via social media.

The Times says that NBC is taking at 10 percent equity position in the company.

In October, we spoke with Now This News SVP Frank Kavilanz about the start-up and its offering for advertisers.  We are republishing that interview today.